Ellen Goddard - Academia.edu (original) (raw)

Papers by Ellen Goddard

The role producer risk preferences on WTP is for sustainable breeding practices addressed in this... more The role producer risk preferences on WTP is for sustainable breeding practices addressed in this paper using stated preference methods. Estimates of WTP amongst beef producers are compared with those the diary sector. Whilst preliminary indicate a relatively lower impact, these effects seem nuanced in dairy relative to beef. This suggests that influence of risk in the producer valuation of new technologies may be commingled with market structure effects.

Trust and perceptions of fairness in markets have been shown to be important in consumer behavior... more Trust and perceptions of fairness in markets have been shown to be important in consumer behavior in different contexts. However, there have not been many studies relating the concept of fairness is supply chains to food purchasing behavior. In this study, we explore the relationships between trust, fairness and perception of quality of food produced from three food technologies. The technologies are as follows: (i) bread fortified with omega-3 fatty acids using nanotechnology (ii) pork chops from pigs selectively bred for disease resistance using genomic selection (iii) baby spinach treated with essential oils to reduce concentrations of E. coli O157:H7. Data are from a small exploratory project conducted in 2015 at the University of Alberta, Canada, where 31 non-academic staff participated in stated preference experiments and completed a survey questionnaire. Stated preference data are analysed using conditional logit regressions. Different potential explanatory fairness variables...

The purpose of this study was to establish an empirical link between information exposure, attitu... more The purpose of this study was to establish an empirical link between information exposure, attitudes and behaviour. To do this, an after-only with control field experiment was undertaken using a print medium. The data resulting from the experiment was analysed using group comparison and regression analysis techniques.:] Both methods provided statistically significant results. From the group comparisons, it was found that the group exposed to the nutritionally positive advertisement when compared to the control group had a higher overall attitude toward the healthiness of yogurt consumption and a higher consumption level of yogurt. The group exposed to the article containing negative nutritional information had a lower overall attitude toward the healthiness of yogurt, fewer intentions of buying yogurt but had a higher consumption level when compared to the control group. From the regression analysis it was found that the advertisement affected consumption only by changing attitudes ...

Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, 2020

In 2016, second‐generation genetically modified (GM) potatoes were approved for production and sa... more In 2016, second‐generation genetically modified (GM) potatoes were approved for production and sale in Canada. In this study, we analyze how consumer acceptance of GM potatoes may be affected by various factors, including the trait introduced (i.e., the product benefits), the type of breeding technology used, and the developer of the potato using any technology. We conduct an online survey and use a stated choice experiment to collect data on consumer acceptance of GM and other potatoes in Canada. Random utility models are used to analyze the economic value consumers place on the various attributes of the potatoes. Our results show that consumers are willing to pay more for a health attribute (reduced acrylamide produced when potatoes are fried) and an environmental attribute. Respondents in general need to face discounted prices to buy potatoes created by either gene editing or GM (either transgenic or cisgenic/intragenic) technologies. However, consumers are in general more accept...

British Food Journal, 2019

Purpose The purpose of this paper is to evaluate recent changes made by Australian consumers in t... more Purpose The purpose of this paper is to evaluate recent changes made by Australian consumers in their consumption of beef, chicken, pork and lamb, as well as the factors motivating both decreased and increased consumption of each type of meat. Reasons for meat-avoidance are also examined. Design/methodology/approach An online questionnaire was completed in July 2016 by two Australian samples comprising: adults from the general population; and vegetarians. Data were analysed for 287 meat consumers and 82 meat avoiders. Descriptive statistics and results of multinomial logistic regression models are presented. Findings Meat consumers most commonly reported reducing consumption of beef in the last 12 months (30 per cent); followed by lamb (22 per cent), pork (14 per cent) and chicken (8 per cent). The following factors were associated with reductions in meat consumption: concerns regarding price and personal health; age and household income; and food choice motivations related to perso...

Sustainable Agriculture Research, 2017

This paper proposes the application of hierarchical models to the assessment of feed efficiency i... more This paper proposes the application of hierarchical models to the assessment of feed efficiency in beef cattle. Using a large dataset comprising 5600 cattle assembled from different experimental studies, feed efficiency rankings of cattle were estimated using the proposed approach. This was compared to more commonly used linear, and nonlinear estimators. A phenotypic selection scheme that selects cattle at the means of different percentiles was developed to illustrate potential economic and environmental outcomes resulting from changes in feed efficiency rankings. The former involved the specification of a multi-year stochastic farm simulation model. In general, our results show that improved feed efficiency is associated with positive economic and environmental benefits. A unit reduction in feed intake (kg as fed/day) is associated with an average increase of $13.23 in net returns and 33.46 tonnes reduction in emission at the end of the feeding period. We also find that feed effici...

Project Report Series, 2017

In this study, the objective is to identify consumers’ willingness to consume different foods and... more In this study, the objective is to identify consumers’ willingness to consume different foods and the factors that could drive their food preferences. One hundred non-academic staff and students at the University of Alberta in Edmonton, Canada participated in the study. Data were collected using focus group discussions, a survey questionnaire and a contingent valuation exercise. In the focus groups, participants discussed their preferences for traits in livestock and their products, their interest in natural foods and their perceptions regarding naturalness of food in relation to the different types of farming and technologies. In the survey questionnaire, participants were asked about their food consumption habits, perceptions, attitudes and preferences for different foods and technologies, generalized trust in people and trust in groups or institutions responsible for food in Canada among other issues. In the contingent valuation exercise, participants chose the price they were wi...

A Modern Guide to Food Economics

BioTech

The societal acceptability of different applications of genomic technologies to animal production... more The societal acceptability of different applications of genomic technologies to animal production systems will determine whether their innovation trajectories will reach the commercialisation stage. Importantly, technological implementation and commercialisation trajectories, regulation, and policy development need to take account of public priorities and attitudes. More effective co-production practices will ensure the application of genomic technologies to animals aligns with public priorities and are acceptable to society. Consumer rejection of, and limited demand for, animal products developed using novel genomic technologies will determine whether they are integration into the food system. However, little is known about whether genomic technologies that accelerate breeding but do not introduce cross-species genetic changes are more acceptable to consumers than those that do. Five focus groups, held in the north east of England, were used to explore the perceptions of, and attit...

The role producer risk preferences on WTP is for sustainable breeding practices addressed in this... more The role producer risk preferences on WTP is for sustainable breeding practices addressed in this paper using stated preference methods. Estimates of WTP amongst beef producers are compared with those the diary sector. Whilst preliminary indicate a relatively lower impact, these effects seem nuanced in dairy relative to beef. This suggests that influence of risk in the producer valuation of new technologies may be commingled with market structure effects.

Trust and perceptions of fairness in markets have been shown to be important in consumer behavior... more Trust and perceptions of fairness in markets have been shown to be important in consumer behavior in different contexts. However, there have not been many studies relating the concept of fairness is supply chains to food purchasing behavior. In this study, we explore the relationships between trust, fairness and perception of quality of food produced from three food technologies. The technologies are as follows: (i) bread fortified with omega-3 fatty acids using nanotechnology (ii) pork chops from pigs selectively bred for disease resistance using genomic selection (iii) baby spinach treated with essential oils to reduce concentrations of E. coli O157:H7. Data are from a small exploratory project conducted in 2015 at the University of Alberta, Canada, where 31 non-academic staff participated in stated preference experiments and completed a survey questionnaire. Stated preference data are analysed using conditional logit regressions. Different potential explanatory fairness variables...

The purpose of this study was to establish an empirical link between information exposure, attitu... more The purpose of this study was to establish an empirical link between information exposure, attitudes and behaviour. To do this, an after-only with control field experiment was undertaken using a print medium. The data resulting from the experiment was analysed using group comparison and regression analysis techniques.:] Both methods provided statistically significant results. From the group comparisons, it was found that the group exposed to the nutritionally positive advertisement when compared to the control group had a higher overall attitude toward the healthiness of yogurt consumption and a higher consumption level of yogurt. The group exposed to the article containing negative nutritional information had a lower overall attitude toward the healthiness of yogurt, fewer intentions of buying yogurt but had a higher consumption level when compared to the control group. From the regression analysis it was found that the advertisement affected consumption only by changing attitudes ...

Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, 2020

In 2016, second‐generation genetically modified (GM) potatoes were approved for production and sa... more In 2016, second‐generation genetically modified (GM) potatoes were approved for production and sale in Canada. In this study, we analyze how consumer acceptance of GM potatoes may be affected by various factors, including the trait introduced (i.e., the product benefits), the type of breeding technology used, and the developer of the potato using any technology. We conduct an online survey and use a stated choice experiment to collect data on consumer acceptance of GM and other potatoes in Canada. Random utility models are used to analyze the economic value consumers place on the various attributes of the potatoes. Our results show that consumers are willing to pay more for a health attribute (reduced acrylamide produced when potatoes are fried) and an environmental attribute. Respondents in general need to face discounted prices to buy potatoes created by either gene editing or GM (either transgenic or cisgenic/intragenic) technologies. However, consumers are in general more accept...

British Food Journal, 2019

Purpose The purpose of this paper is to evaluate recent changes made by Australian consumers in t... more Purpose The purpose of this paper is to evaluate recent changes made by Australian consumers in their consumption of beef, chicken, pork and lamb, as well as the factors motivating both decreased and increased consumption of each type of meat. Reasons for meat-avoidance are also examined. Design/methodology/approach An online questionnaire was completed in July 2016 by two Australian samples comprising: adults from the general population; and vegetarians. Data were analysed for 287 meat consumers and 82 meat avoiders. Descriptive statistics and results of multinomial logistic regression models are presented. Findings Meat consumers most commonly reported reducing consumption of beef in the last 12 months (30 per cent); followed by lamb (22 per cent), pork (14 per cent) and chicken (8 per cent). The following factors were associated with reductions in meat consumption: concerns regarding price and personal health; age and household income; and food choice motivations related to perso...

Sustainable Agriculture Research, 2017

This paper proposes the application of hierarchical models to the assessment of feed efficiency i... more This paper proposes the application of hierarchical models to the assessment of feed efficiency in beef cattle. Using a large dataset comprising 5600 cattle assembled from different experimental studies, feed efficiency rankings of cattle were estimated using the proposed approach. This was compared to more commonly used linear, and nonlinear estimators. A phenotypic selection scheme that selects cattle at the means of different percentiles was developed to illustrate potential economic and environmental outcomes resulting from changes in feed efficiency rankings. The former involved the specification of a multi-year stochastic farm simulation model. In general, our results show that improved feed efficiency is associated with positive economic and environmental benefits. A unit reduction in feed intake (kg as fed/day) is associated with an average increase of $13.23 in net returns and 33.46 tonnes reduction in emission at the end of the feeding period. We also find that feed effici...

Project Report Series, 2017

In this study, the objective is to identify consumers’ willingness to consume different foods and... more In this study, the objective is to identify consumers’ willingness to consume different foods and the factors that could drive their food preferences. One hundred non-academic staff and students at the University of Alberta in Edmonton, Canada participated in the study. Data were collected using focus group discussions, a survey questionnaire and a contingent valuation exercise. In the focus groups, participants discussed their preferences for traits in livestock and their products, their interest in natural foods and their perceptions regarding naturalness of food in relation to the different types of farming and technologies. In the survey questionnaire, participants were asked about their food consumption habits, perceptions, attitudes and preferences for different foods and technologies, generalized trust in people and trust in groups or institutions responsible for food in Canada among other issues. In the contingent valuation exercise, participants chose the price they were wi...

A Modern Guide to Food Economics

BioTech

The societal acceptability of different applications of genomic technologies to animal production... more The societal acceptability of different applications of genomic technologies to animal production systems will determine whether their innovation trajectories will reach the commercialisation stage. Importantly, technological implementation and commercialisation trajectories, regulation, and policy development need to take account of public priorities and attitudes. More effective co-production practices will ensure the application of genomic technologies to animals aligns with public priorities and are acceptable to society. Consumer rejection of, and limited demand for, animal products developed using novel genomic technologies will determine whether they are integration into the food system. However, little is known about whether genomic technologies that accelerate breeding but do not introduce cross-species genetic changes are more acceptable to consumers than those that do. Five focus groups, held in the north east of England, were used to explore the perceptions of, and attit...